X Series provides a single system of engagement with one workflow engine, one set of application services, one analytics engine and one set of data, all sitting on top of systems of record, explained 8x8 senior vice-president of midmarket and enterprise, Scott Sampson (pictured).

"We're the only vendor in the market" that delivers all this, he told iTWire.

X Series removes the barriers between PBX, unified communications, analytics and other systems, he said. "We have the ability to drive a single engagement model that brings all these features together."

Benefits include context-rich engagements (via built-in CRM plus integration with third-party products including G-Suite, Salesforce and Zendesk), collaborative contact centre capabilities (tap into the expertise of peers and subject matter experts), and advanced customer journey analytics based on a single data set.

"Customer-obsessed companies are looking for a communications infrastructure that helps them transform their employee and customer experience," said 8x8 chief executive Vik Verma.

"X Series is designed to radically change how companies deliver unparalleled customer experience by providing intelligent interactions between their employees and customers."

Cloud-based X Series will run in 8x8's 15 data centres around the world, and is claimed to be capable of delivering the highest level of call quality and SLAs, even as part of general internet traffic.

It is expected to become available later this year.

Internationally, the company has customers ranging in size from five to 10,000 lines. Its highest win rate occurs where potential customers are interested in virtual office capabilities and unified communications. "That's really the sweet spot for 8x8," said Sampson.

Local 8x8 customers include money transfer company OFX and Sands, the miscarriage, stillbirth and newborn death support organisation.

Asia Pacific vice-president Brendan Maree pointed out that Sands has no physical office, but instead has 48 people using the 8x8 application from their mobiles.

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Stephen Withers is one of Australia¹s most experienced IT journalists, having begun his career in the days of 8-bit 'microcomputers'. He covers the gamut from gadgets to enterprise systems. In previous lives he has been an academic, a systems programmer, an IT support manager, and an online services manager. Stephen holds an honours degree in Management Sciences and a PhD in Industrial and Business Studies.